Why a CMO engaged TrinityP3 for a digital team transformation

Client Category – Media brands

Challenging problem:

A leading Australian CMO was looking for an independent and objective assessment of the effectiveness and efficiency of a digital team including SEO, paid performance, programmatic media planning and buying, social media, content marketing, data analytics, digital technologies, third party systems, and campaign reporting.

Solution:

The Marketer engaged TrinityP3 to assess the:

1. level, mix and capabilities of current resources
2. current processes within the organisation, across multiple divisions, and externally with their media agency
3. efficacy of the systems, tagging and measurement in place.

TrinityP3 unearthed through a series of one-on-one stakeholder interviews that the current approach to digital marketing was highly inefficient. The digital team was acting as a silo unit and lacked cohesion within the business.

This meant that a full restructure and reassessment was required in order to establish common standards, structures and a greater focus on Digital Marketing KPIs.

Process:

To provide this independent assessment and benchmark, TrinityP3 implemented a 3-stage approach:

1. Define the scope of the project and agree the desired outputs with the CMO
2. Undertake the assessment. This included:
   • reviewing current documentation
   • interviewing 12 key stakeholders
   • reviewing current resource responsibilities, capabilities and KPIs
   • reviewing third party technologies including iCumulus (email targeting), Criteo (predictive ad placement), Outbrain (personalised website recommendation links), Bright Edge (conversion rate optimisation), Site Catalyst (web analytics), and Demand Side Platforms – DataX, Turn & DoubleClick
   • reviewing campaign processes and handovers
   • assessing campaign reporting, dashboards and executive reports
3. Provide a top-line assessment. This was a written report and a verbal de-briefing from the TrinityP3 consultants.

Timeline:

The assessment and benchmarking was completed within 3 weeks, allowing the CMO to make immediate changes.

Due to the findings, the CMO engaged TrinityP3 for an additional 5-month period to help facilitate a complete digital transformation.

Result and feedback:

As mentioned, the initial digital team assessment unearthed critical issues. In particular:

• the lack of cohesive planning with the wider brand and product teams
• the lack of any overall guiding planning framework
• no aligned campaign processes
• no common understanding of digital definitions and vernacular
• no common standards for data tracking, capture, analysis and reporting
• duplication of effort (and cost) across external agency and internal digital team resources

As a result the CMO moved quickly to refocus these areas:

• Team structure: Restructured team and changed leadership
• Culture and behavior: Established feedback loops and new team behavior manifesto
• Planning: Established new strategic planning model with clear objectives, roles and responsibilities
• Media: Insourcing of programmatic media planning and buying
• Prioritisation: Gained visibility and alignment to the master communications calendar
• Data consistency: Created clear delineation between the BI, Data and Digital Teams for Data Management, Profiling, Insight and Reporting
• Data value: Identified the top 5 data insight questions for deeper insight gathering
• Briefing: Standardised taxonomy and naming conventions for content of briefs and established a new, 3-stage campaign process:
  • stage 1 (brief scoping)
  • stage 2 (planning and ideation)
  • stage 3 (creation and execution)
• Tracking: Set-up tagging and tracking standards
• Reporting: Standardised the methodology for data analysis and reporting
• Knowledge transfer: Conducted social media definition and knowledge sessions

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